AFC Ajax: Total Football, Total Design

AFC Ajax — The brand case study

As part of the Smörgåsbord extended family, we were selected as Ajax's creative sparring partner to build a comprehensive visual language around the re-introduction of their classic logo. Whilst the logo itself is sacrosanct (and therefore 'off-limits') it would serve as the catalyst and inspiration for a wider design system that supports it – speaking to current and future audiences, both Dutch and international. I worked with the Ajax in-house team on how the new identity translates to app, web, ticketing and commerce, and advised on digital strategy beyond the identity itself. 

On the pitch Ajax have consistently shown how by combining young talent with experienced 'Ajacieden' they can beat anyone – doing so in the Ajax way: attacking, intelligent and beautiful football fused with Amsterdam's spirit and creativity. We set out to reflect this in our approach to the rebrand. In short the team's 'Total Football' would lead us to a form of total design. 

Smörgåsbord Studio (Dylan Griffith, Alex Frew) assembled and led a small hand-picked International team (Leroy Niemel, Reid Schilperoort, Vincent Venema) to work alongside the in-house creatives to deliver strategy, positioning, and a full graphic kit-of-parts comprising of a bespoke font family (created in collaboration with CoType™ Foundry), logo-types, colour palette, bespoke icons for signage & way-finding, broadcast graphics and a comprehensive set of digital templates and brand identity guidelines.

https://smorgasbord.studio/
https://www.ajax.nl/

Total Football would lead us to a form of total design.

...attacking, intelligent and beautiful football fused with Amsterdam's spirit and creativity.

AFC Ajax — Identity in motion

AFC Ajax — Typography in use

...speaking to current and future audiences, both Dutch and international.

Selected Press

Brand New (Underconsideration) - "New Identity for Ajax by Smörgåsbord Studio" - [paywall]

It's Nice That - "How do you rebrand one of Europe's largest football clubs? Smörgåsbord Studio shares its wisdom." Interview with Dylan Griffith, by Ellis Tree.

Creative Review - "Smörgåsbord rebrands AFC Ajax for the club's 125th anniversary."

The Brand Identity - "How did Smörgåsbord rebrand one of football's most revered clubs?"

Transform Magazine - "Transform readers' rebrand of the year: 2025"

CoType Foundry - "AFC Ajax" case study from the type collaborator's side, written by Mark Bloom / Diana Ovezea.

Visuelle - "AFC Ajax Feature"

Design Compass -  "Ajax Brand Design Returns to Tradition." International / cross-language coverage.

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